The PetaPixel crew analyzed the companies performance in 2025 so far and concluded:

Since the start of 2025, Nikon has quietly but effectively reinforced its position at the forefront of both stills and video photography. Here’s how the company has impressed in the first half of the year—and what it still has up its sleeve.

A More Complete Lineup

• Z52 introduction

– The arrival of the Z52 fills a crucial gap in Nikon’s mirrorless portfolio: a truly full-frame, budget-friendly body with advanced video prowess.

– With in-body stabilization, 4K/60p C-Log3 capture, headphone ports, and a simplified ergonomics package, the Z52 competes directly with higher-priced hybrids.

• Z8 firmware refresh

– This summer brought Version 3.0 firmware for the flagship Z8, unlocking pixel-shift high-resolution shooting as well as focus-shift and AE bracketing.

– While a few third-party lenses (notably Tamron’s Z-mount optics) proved initially problematic, Nikon’s firmware cadence demonstrates its commitment to ongoing body enhancements.

• Enhanced lens ecosystem

– In addition to its own glass, Nikon has continued to open its Z-mount to a growing roster of third-party optics—Viltrox, Sigma, Laowa, and more—giving creators wider choice.

– Despite lingering frustration over Sigma’s exclusion from Nikon’s OEM programs, today’s Z-mount shooters enjoy an unprecedented selection of fast primes and professional zooms.

Cinema-Grade Ambitions

• Red collaboration

– Nikon’s release of Z-mount adapters and native support for RED’s DSMC3 ecosystem signals a long-term play in cinema production.

– Offering Z-body compatibility with DSMC3 lenses bridges the gap between photo-centric mirrorless and high-end digital cinematography.

• Power zoom experimentation

– The new 28–135 mm F4 PZ and upcoming motorized zoom grip demonstrate Nikon’s willingness to innovate for run-and-gun shooters.

– These tools—paired with the S1H-beating thermal and durability specs of the Z8—underscore Nikon’s desire to win on narrative, documentary, and indie feature sets.

Room to Grow

While the Z52 launch and Z8 updates have earned Nikon a solid A- in our mid-year “grading,” a few areas remain ripe for refinement:

• Third-party parity: Extending the same firmware support to all Z-mount lenses (including Sigma’s flagship Art series) will prevent confusion and user frustration.

• Entry-level APS-C: Reviving the beloved Z50 family with fresh sensor gains and V-log capabilities could energize Nikon’s smaller-format fans.

• Holiday season surprises: Rumors of new pro-photo bodies or an A7S-style low-light monster have Nikon loyalists eagerly watching for announcements.

Bottom Line

With the Z52 filling the price-sensitive full-frame slot, the Z8 receiving serious feature boosts, and a steadily expanding lens lineup, Nikon’s first half of 2025 has been anything but complacent. As firmware updates roll out and new optics arrive, Nikon continues to prove it can balance its storied heritage with the demands of modern hybrid shooters—whether they’re capturing stills, video, or both.

You can now preorder the new 35mm f/1.8 PRO autofocus Z lens at Meike Global (Click here).

And the new 24mm f/1.4 Z will be available for preorder in late July ( 600 grams, minimum focus 0,27cm and 72mm filter thread, for E/Z/L mount)

Preorder the new Tamron 16-30mm f/2.8 Z lens at BHphoto, Adorama. And introduction can be read on Explora.

Chris Niccolls tested the (E-mount version) of the new Sirui 85mm lens. Here is what he think about this lens:

• Versatile Lens Choice: Chris praises the 85mm focal length for portraits and street photography. The lens is compatible with Sony E, Nikon Z, Fujifilm X, and L-mount, unlike the Viltrox which is Sony-only.
• Surprisingly Lightweight: Weighs only 540g—lighter than the Sony G Master and Viltrox equivalents—making it a great walkaround option.
• Feature-Rich Build: Offers AF/MF switch, customizable button, de-clickable aperture ring, and full weather sealing—all at an affordable price (~$600 or less).
• Mixed Autofocus Performance: Uses a stepping motor—decent but slower than Viltrox Pro and Sony G Master.
• Beautiful Bokeh & Sharpness: 15-blade aperture delivers smooth, clean bokeh similar to G Master. Sharp wide open, even in corners. Minor chromatic aberration, minimal vignetting.
• Flare & Breathing Weaknesses: Struggles with flare and ghosting wide open. Noticeable focus breathing—less ideal for video.
• Studio Portrait Test: Great wide-open performance for portraits at f/2 using off-camera flash outdoors. Smooth transitions and catchlight quality praised.
• Exceptional Value: Performs well across mounts, rivals more expensive lenses optically, though autofocus and flare are its key weaknesses.

You can preorder it now at Amazon US, BHphoto, Amazon DE, Amazon FR, Amazon UK, Amazon IT, Amazon ES.

In the most recent Petapixel podcast, the hosts gave Nikon high praise for what might be the best mid-range mirrorless release of the year: the Nikon Z6 III.

Chris Niccolls and Jordan Drake were unanimous in their excitement, calling the Z6 III a “genuinely new and competitive camera” that lands right where most hybrid shooters want to be. With a stacked sensor, fast performance, and competitive autofocus, the Z6 III punches above its class—and unlike Sony or Panasonic, Nikon actually filled the $2,000–$2,500 market gap.

Jordan said, “It’s not just a ‘safe bet’ camera—it’s exciting. And that’s rare at this price point now.” Chris added that he would absolutely recommend the Z6 III over options like the Sony A7 IV or Panasonic S5 II for most hybrid users.

They also pointed out that Nikon’s execution with the Nikon Zf proved that a retro-inspired design can be more than a gimmick—it’s functional, intuitive, and fun to use.

Jordan emphasized that Nikon is on a hot streak right now: “Z8, Z9, Zf, and now the Z6 III—every release has been solid.” The only thing missing, according to the podcast, is more marketing and maybe a few more third-party lens options to really make the system shine.

With Canon and Sony scrambling to maintain their positions in the mid-tier market, Nikon seems to be the only one actively innovating and releasing feature-rich bodies that don’t require flagship-level budgets.

If you’ve been waiting for the perfect hybrid mirrorless camera that nails both photo and video, the Z6 III might be it.